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Quebec maple syrup producers begin Incredible Maple campaign

The Federation of Quebec Maple Syrup Producers has begun a new communications campaign called "Incredible Maple." The initiative encourages consumers to "rediscover maple" and increase the popularity of the product. The campaign focuses on the versatility and flavour of Quebec maple syrup, as well as its natural properties. It began with a television commercial released at the end of the year, now accompanied by two additional 15- and 30-second TV ads, social media content and a new website at <>. The campaign was developed by KBS of Montreal.

"While it's true that Quebecers love maple syrup, the full extent of its culinary applications and attributes remains a mystery," said Nathalie Langlois, director of marketing, innovation and market development at the FPAQ. "That's why it's sometimes overlooked. Our new 'Incredible Maple' tagline reminds people that maple is a homegrown product that stands out through its distinctive, natural, pure and unique character. These two simple words evoke the endearing personality of Quebec's maple products. Maple is incredible because it's a source of energy and an amazing flavour enhancer that blends well in a wide variety of dishes. With this in mind, our campaign aims enhance maple's visibility and proudly rank it among products that boast an extensive range of gourmet applications."

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